Feb 27, 2019

Why APAC marketers and CFOs aren’t seeing eye-to-eye

New research by Kantar and Campaign will detail how brand and finance teams view marketing goals, metrics and agencies differently.

Why APAC marketers and CFOs aren’t seeing eye-to-eye

We’ve heard before why CMOs are sometimes the Rodney Dangerfields of the C-suite. Sure, they have a ‘C’ in their title, but often they're excluded from the table when top brand decision-makers get down to business.

Strategists and reports from outside this region suggest CMOs need to speak the same business language as their C-suite colleagues to gain more control over their marketing investments.

Now, new research from Kantar and Campaign will dig into some of the areas where there may be disconnects in Asia-Pacific between finance and marketing.

The detailed results will be presented to delegates at Campaign360 on March 5 and reported in premium articles to Campaign members.

Pablo Gomez, Kantar APAC head of media & digital will present The Business of Marketing survey at Campaign360

But we can already see some clear trends in the numbers. Most finance respondents think the marketers they work with are not very aligned with their goals. They also differ on what a CMO's objective should be, and therefore many remain unsure whether marketing is achieving what it should. No wonder they have strong views on involving procurement in marketing projects. Each of these points will have data behind it.

While some have suggested CMOs need to simplify their metrics to sell to their C-suites, our research will detail which metrics are actually the most trusted among agencies and marketers, procurement teams and finance professionals.

Among the other questions Business of Marketing survey will tackle:

  • What are the most important skills/assets for agencies to have?
  • What media agency services provide the most value to brands?
  • Which marketing services are better done in-house?
  • How much autonomy do CMOs have?
  • What metrics are the most valuable?
  • Whose data do you trust?
  • How transparent are agencies on fees and pricing?
  • What factors are the largest determinant of pitch wins?

Now entering its third year, Campaign360 gathers the most influential global and regional media and marketing heads in a forum to ignite change. You can see the full Campaign360 agenda here

Campaign360 is an invite-only event with a limited supply of VIP passes available for senior brand marketers. To register your interest in attending, please contact Lucian Mashobe on +852 2122 5238 or email.


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